The Journey of A Cover Illustration
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We’ve all heard the expression “don’t judge a book by its cover,” but in the case of our APEX Experience August issue, we kindly ask that you ignore this advice. In fact, we invite you to not only judge the magazine by its cover but to pick it apart, literally. Here is your challenge if you choose to accept it: Identify all the components that make up our robot illustration on the cover. GO! And no cheating by reading ahead…
- Illustration: Oscar Chávez
How did you do? If you found all 13, kudos, you’re a super #AVgeek!
We sat down with APEX Experience editor, Terri Potratz, to find out what inspired the cover and how the robot came to life.
Q: How did the robot idea come about?
A: Everyone thought I was crazy when I started rambling about this “transformers” type character. One of the biggest trends that stood out for me within this issue was brand alliances, and I thought, why not merge some of the biggest elements of our industry – and specifically, the EXPO – into one all-powerful creature?
[Our publisher] looked at me with mix of skepticism and sympathy and drew some sketches of his own, though he agreed that the partnership theme was a vital point – and even tried to humor me with this duck-billed platypus type machine. I don’t think these made it to the art department (sorry, Al!).
Q: What components of EXPO and brand alliances were essential to include?
A: We asked for these 13 elements in the illustration:
- Trolley/galley cart
- LAX control tower and Theme Building
- John Wayne Airport interior
- Airplane engines and wings
- Luxury car
- Hotel
- Anaheim Convention Center
- Ad billboard or a tablet
- IFE screens
- Floor tracking lights
- Palm tree
Q: How well did the illustrator capture your vision at first?
A: Miraculously, when the first draft came back from the illustrator, I was blown away. We had our very own EXPO superhero. It was everything I ever dreamed of.
Weeks later when we received the editor’s letter page and I saw the secondary illustration, I actually shrieked with delight. I had suggested we break apart each component part of our [robot] for this page, but when I saw that Oscar (the illustrator) had fit them into one of those plastic toy model kits that I remember from my childhood, it really brought the whole concept together.
Q: If the robot had a super power what would it be?
A: Being able to predict passengers’ needs, like a psychic personal butler.
Q: Does the robot have an official name?
A: No, but I would like it if the robot remained gender-neutral!
So there your have it, the inside story on the “Marketing” and EXPO issue cover illustration. Have any name suggestions for our August cover superhero? Tweet at us with the hashtag #EXPObot!